Reputation as a factor to evaluate the similarity of trademarks and the likelihood of confusion in Michelin case (SPC case)

COMPAGNIE GENERALE DES ETABLISSEMENTS MICHELIN (Michelin) is a world-famous tire manufacturer and a Fortune 500 company. Its main trademarks “MICHELIN”, “”, ””(MICHELIN in Chinese) have been recognized as well-known trademarks on many occasions by China’s judicial and administrative organs.

In 2010, Michelin found that an entity called Sen Tai Da Group Co., Ltd. (Sentaida) was using the trademarks “”, “”, “” and “” (Sen Qi Lin in Chinese), and the domain name “cenchelyn.com”, and had registered a company with the trade name . . .

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